The wet shave is the conventional method getting clean shave where there is the usage of water, gels, lotions and shaving creams. Wet shaving is traditionally done using razors; shaving creams are used after cutting to ensure the skin remains free from infection due to cuts, irritation, to make the skin glow, and moisturize the skin. The global market is anticipated to grow at a rapid rate for the forecast period owing to increase in corporate culture and growing awareness about personal grooming among men.

The challenge for the market growth is the high replacement cost of razor cartridges. With the evolving technology and the need for better grooming products, razor manufacturers are launching razors with some blades and lubricant stripes for smooth shaving, thereby increasing the cost of the product.

The surging awareness of men about personal grooming and their looks is one of the key factors driving the growth of the market. Currently, men are getting more inclined towards fashion and exploring new and innovative shaving products in the market. Moreover, events like national men's grooming day encourage men to change their grooming style.

One of the current trends emerging in the global wet shave market is the availability and demand for battery-operated razors. Battery-operated razors offer the dual advantage of a shaving and grooming device. It has a disposable blade and a battery-operated trimmer, which can be used to trim the beard. This razor can be employed for styling as well as clean shaving. The introductions of hybrid razors with dual advantages are expected to have a positive impact on the market, thereby contributing to the market growth during the forecast period.

The demand from women for shaving products is growing at a rapid rate and has set a new trend. This trend is expected to increase the growth of the wet shave market. It was observed that the wet shave of facial hair does not only remove hair but also helps in stopping ageing as the razors remove dead skin is increasing the demand of wet shave products for women.

On the basis of product type the market is segmented as disposable razors, non-disposable razors, shaving lotions and creams, and blades and razor cartridges.

The wet shave products produced by the manufacturers have the same feature and it is difficult for the manufacturers to differentiate the products. The manufacturers use different marketing techniques to project a different image of their product in consumer’s mind.

North America is considered as the key contributor in this market owing to increasing awareness of men about their looks & personal grooming and growing demand for women shaving products. Europe is the major contributor to the market, and the region is expected to continue its dominance for the forecast period owing to product innovations, increasing demand for natural and organic ingredients are some of the factors driving the revenue of the wet shave market in Europe. Growing demand for women shaving lotions and creams for underarms and legs is also pushing the sales in the market in this region.

Asia Pacific is anticipated to show rapid growth over the forecast period owing to the no beard trend in the corporates and clean shave trend among the younger generation. India and China, two largest population of the world have increasing corporate culture and are expected to foresee a significant growth in the market demand.

Companies in the market have adopted various strategic initiatives such as new product development, merger and acquisition, and partnerships and collaboration in order to have a competitive advantage and strong market share.

In April 2014, P&G launched its improved razor product called Gillette Fusion ProGlide with FlexBall. The blade in this product moves, adjusts, and pivots to meet a man’s face and will change the customer shaving experience. It allows each cartridge to ride the facial contours for more constant contact before it to help get virtually every hair.